When designer Peter Say about this at tokyoflash, He is a bit of a petrol head and wanted to do a car related watch. He figured that a tyre rather lent itself to a watch strap so He went from there. The tread in the tyre resembled a basic digital display and here we are. To tell the time, you simple squeeze the sides of the tyre (no visible button). The appropriate sections of the tread would then be illuminated to display the time in a digital format.This watch design is a very simple concept and reading the time is easy.